Over 700 brand marketers, agencies, publishers and ad tech influencers from across the digital video advertising industry gathered for the BrightRoll Video Summit (BRVS), which took place on October 1 during Advertising Week in New York. Now in its fourth year, the event featured a number of industry experts, including executives from Aetna, DISH, MasterCard, Nielsen, Time Warner Cable and Turner to explore how programmatic technologies are driving dynamic change in the digital video advertising landscape.
Staying true to tradition, BrightRoll CEO and founder Tod Sacerdoti kicked off the event to share updates on the state of the company and dove into how programmatic video advertising powers campaign optimization. In his keynote, Tod presented insights on audience verification, third-party data, viewability and how programmatic optimizations drive KPI improvements, while saving advertisers money. Watch the video of Tod’s full keynote address from the BrightRoll Video Summit for additional insights or check out the blog recap.
A series of panels and a fireside chat followed the keynote to focus on the hottest topics in digital video advertising today. Watch highlights from the BrightRoll Video Summit in the video for more insights.
The Programmatic Playbook: The Advertiser Perspective
Benjamin Jankowski, head of global media at MasterCard, and Gary Templeton, head of media at Aetna, joined Craig Whitmer, vice president of platform operations at BrightRoll, to discuss what’s important when implementing programmatic buying. During the event, attendees turned to Twitter to capture key takeaways and insights from the session:
- @clypd: Testing and iterating is key to programmatic, no matter the screen – @bjanko @MasterCard #BRVS
- @CatrionaStuart: Programmatic allows us to fail fast and fail cheap @bjankow#brvs
- @VideoNuze: Mastercard’s media head @bjankow says generating great copy/creative is biggest challenge in video ads #BRVS
- @DaveSimon18: @bjankow from Mastercard thinks #Programmatic Linear TV bought “at scale” is still 5 years out #BRVS@BrollBradP
- @clypd Education, testing, partnerships are key to those new to #programmatic – advice from @MasterCard@aetna#BRVS
The Programmatic Playbook: The Premium Publisher Perspective
Carrie Nicholson, vice president of ad innovation/programmatic at Turner Broadcasting System, sat down with Dan Mosher, senior vice president of business operations for BrightRoll. The fireside chat covered first-hand lessons for publishers about what to do (and what not to do) when implementing programmatic video selling. During the event, attendees turned to Twitter to capture key takeaways and insights from the session:
- @LaurenFGrant: programmatic has created a really great opportunity for our sales force - #Turner is one of the few that’s figured it out! #BRVS
- @scott_kerr: .@CeeNic@tbs ‘started doing mobile programmatic before desktop. Was lots of inventory + 30% – 40% viewers on #mobile#BRVS#AWXI
- @enshun: Programmatic has been a springboard for partnerships with buyers @CeeNic of Turner @TBSinc, @BrightRoll Video Summit #BRVS
- @hasanrahim: We need a unifying transactional metric for all screens – then, programmatic becomes the new normal. #BRVS
- @clypd Important to get trusted partners to help #Programmatic efforts move forward - @ceenic from Turner #BRVS
Presentation and Fireside chat: Mobile Video and TV: The New Prime Time for Advertisers
Andrew Feigenson, managing director of digital for Nielsen, shared findings from a recent BrightRoll-commissioned study conducted by Nielsen, which reveals how mobile video complements TV and makes TV investments work harder and smarter for marketers and agencies. Following the presentation he joined Lanae Weir, senior director and head of research at BrightRoll, for a deep-dive into the findings from the study on mobile video and TV advertising. During the event, attendees turned to Twitter to capture key takeaways and insights from the session:
- @amyndickerson: Even though the # of TV channels has grown the last 2 decades, the average person only watches 18 channels. That # has remained flat #BRVS
- @baglanal: Andrew Feigenson: “We consume 11 hrs of media every day!” #BRVS @BrightRoll@Nielsen
- @alphonsoinc: Mobile is younger, affluent and always on @Nielsen@BrightRoll summit #BRVS#awxi
- @TimfromBR: Feigenson from Nielsen: Adding Mobile video to TV spending is an efficient way for advertisers deal with audience fragmentation. #BRVS
- @BrightRoll: Measurement and creative solutions for mobile will open the door to the immense opportunities present in mobile video. #BRVS
An Insiders’ View of the State of Programmatic TV
Chris Faw, senior vice president of operations at Time Warner Cable, and James Shears, general manager of addressable at DISH Media Sales, joined Brent Horowitz, vice president of business development at BrightRoll, to explore the realities of programmatic TV. During the event, attendees turned to Twitter to capture key takeaways and insights from the session:
- @clypd: Programmatic TV is about smart buying with workflow automation and data layering #BRVS
- @enshun: Today, targetability is about advertisers bringing their own data @shearsjames@DISH, @BrightRoll Video Summit #BRVS
- @hasanrahim: 3rd Party TV Ad Server will change the #programmaticTV landscape forever. The race is on. #AWXI#BRVS
- @BrightRoll: The industry needs to continue having transparent conversations & work together to move the needle forward in programmatic TV. #BRVS
- @lutemi: One thing TV learns from digital is accountability. Talk upfront on KPI and who to use/ what to measure. #BRVS
Watch the session video from the BrightRoll Video Summit for additional insights. BrightRoll is committed to lending thought leadership on the hottest topics relating to the programmatic video ad landscape. Check out our upcoming BrightRoll Video Summit in Toronto, ON and stay tuned for next year’s events!